1Bello, Babatunde S., 2Nwokenkwo,
O. B. 3Abdullahi, F. H. & 4Mohammed, Amina D
1, 2&4Department of Marketing, Federal Polytechnic, Bida
3Department of Business Administration
& Management, Federal Polytechnic, Bida
Email: connekt2tunde@gmail.com
ABSTRACT
Ask any frequent flyer that enjoys flying with and
always chooses his favorite airline as to why he insists on using the same
airline every time he is to travel. The answer will be that he is happy with
the Customer Service provided by the airline. The airline spares no efforts to ensure
that he is comfortable and enjoys his journey. The airline recognizes him as a
valuable customer and has built a relationship with him over a period of time.
It is this relationship, the comfort of being recognized, looked after and
cared for individually that has resulted in loyalty in the relationship. This
descriptive research aims to employ qualitative data to examine how
managers/entrepreneurs can exploit relationship marketing as a weapon to
achieve competitive advantage over their trade rivals in the face of economic
downturn. Resources for this paper were purely sourced from
existing literature (secondary data) that allowed the writers to extensively
deal with the subject and discovered that firms are now turning to
relationship marketing as a means of differentiating their offerings (as
evidenced in the Telecommunications industry today). The writers concluded
however, that managers should continue to establish good relationship with
their customers in order to gain competitive advantage that will earn them the
trust, empathy and commitment of customers and prospects.
Keywords: Relationship, Marketing, Potent, Competitive advantage, Economic meltdown, Empathy, Prospects